In a recent interview with PTI, Prof. Tanvi Gupta, Faculty Marketing at IIM Udaipur, discussed her research project titled "Digital Heartland of India". The study under process at the Consumer Culture Lab of IIM Udaipur is understanding the space of content creation in tier 2 and 3 towns of the country, and exploring why the content creators aspire to be "cringe legends" within their community. Read the full interview here.
